The grand return of Jean's West, the Benetton Group's iconic brand A new collection that evokes the aesthetic of the Wild West
The Group Benetton has brought back Jean’s West, a historic brand born in 1974 and always tied to denim and the imagery of the Far West, with a relaunch that combines loyalty to its origins with a contemporary perspective. The new collection, presented for the SS26 season, reinterprets the western aesthetic through updated silhouettes, authentic details, and materials that evoke timeless stories, creating a dialogue between past and present.
At the heart of it all remains denim, the essential fabric that returns to its roots as a narrative element capable of telling personal experiences through every finish and wash. The jeans are offered in three main variants: rinse, an intense dark raw blue, light, and vintage. These effects come from prolonged stone-washed treatments that give the garments a worn, soft, and genuine appearance, similar to clothes worn for years or even a decade, recalling the iconic classic washes of the past.
The collection offers versatile fits designed to adapt to different styles. For men, the pants come in bootcut, with their classic flavor to pair with boots, regular for more neutral everyday use, and carpenter with functional pockets that recall a workwear attitude. For women, instead, we find wide leg ample and modern, bootcut faithful to tradition, and cropped with turn-up, fresh and suited to the warm season. An indispensable symbol of the brand since its origins, the three-horse logo has been redesigned in a modern version and appears on the back label of the pants, printed on t-shirts and sweatshirts, becoming a strong graphic element that unites the entire proposal and reinforces its identity.
In addition to jeans, the line is completed with pieces that strengthen the western identity in a current key. Shirts return as a distinctive element, with check yarn-dyed versions for him and viscose with bandana print and knotted details for her. T-shirts and sweatshirts feature western graphics revisited in a minimal and contemporary way, while outerwear includes two vintage-look jackets, a long rinse denim trench designed as a unisex transversal piece, and a light denim chemisier dress for women, along with a panel skirt with a reworked effect, as if it had been reconstructed with artisanal care. Also present are canvas sets with a functional and authentic feel, perfect for a practical and coherent wardrobe.
Accessories are not missing either: cap tinto in capo with embroidery, canvas tote bags with jacron label, colored bandanas decorated with the logo, foulards with leather stoppers, high boot socks in bold tones, and sturdy leather belts contribute to recalling the traditional western wardrobe, reinterpreted however with cared-for and functional details.
